How AI answers are changing search and user trust

Responsible systems like Google AI Overviews, ChatGPT, Perplexity, and Gemini are gradually becoming part of everyday search journeys, transforming not only how people search but also why they trust.

According to YouGov, up to 38% of users read AI-generated summaries, while 36% still ignore them in favor of classic results.

This is not yet a full-scale “revolution,” but it’s far beyond the novelty stage. Just as Blockbuster once underestimated Netflix, many brands today risk underestimating this shift.

The risk for businesses: becoming invisible at critical decision-making moments.

The rise of answer engines: a new era of discovery

Traditional search showed results — ten “blue links” and maybe a featured snippet. The rest was up to the user.

Answer engines work differently:

• they scan the web,
• synthesize information,
• and deliver a ready answer immediately.

As a result, users no longer just “search for content” — they get a direct answer.

According to SearchPulse Q2 2025, users in the UK describe these tools as “a friend who knows everything” or “faster than reading dozens of blogs.”

Implications for brands:

• Fewer pages, fewer clicks. Where once a query could drive traffic to multiple sites, now one answer may resolve the need.
• Source consolidation. You’re either included in the AI summary, or you’re not.
• The power of the first answer. As trust in algorithms grows, users rarely look beyond the first screen of results.

Why user behavior is changing: insights from behavioral science

This isn’t just about technology. It’s about people. When interfaces change, behavior changes. Today, three core factors drive this shift:

1. Cognitive ease
   When an answer appears instantly, people take the simplest route. The need to evaluate options independently diminishes.
2. “Fast” trust mechanisms
   We tend to stick to the first plausible answer. Known as the primacy effect, this gives brands in the first AI result disproportionate influence over user decisions.
3. Query formation
   Generative tools reward detailed, contextual prompts. Users are encouraged to ask more elaborate questions — and content that wins in this format looks different.

Metaphor: We’re moving from a “walk through the library” to a conversation with a librarian who knows the catalog by heart.

And as behavioral scientists note: if the path is easier and feels reliable, people will take it.

How AI answers are reshaping search and trust

The risk of invisibility for businesses

Let’s be clear: if your brand isn’t showing up in answer engines, you’re absent from the decision-making room.

Falling out of AI summaries means:

• lost visibility, even if you rank high in classic search,
• being replaced by competitors with stronger contextual authority,
• missed opportunities to shape your industry’s narrative.

Case in point – MailOnline:

• Desktop CTR dropped from ~13% to under 5%.
• On mobile, from ~20% to 7%.
• For some queries, traffic fell from 6,000 clicks to just 100 after AI Overviews rolled out.

This isn’t a hypothesis — it’s reality. If search is a critical customer channel, this belongs in your business risk register and should be discussed at the board level.

The “people-first” strategy

To remain visible in the AI search era, brands need to rethink their approach. Content must be:

• Contextual — answering multi-step, conversational queries.
• Authoritative — grounded in data, expert commentary, and credible sources.
• Conversational — mirroring the natural language users apply in prompts.

Key tools:

• Authority signals: statistics, quotes, research, expert insights.
• Narrative positioning: owning the core ideas of your field, not just your product.
• Question-based content: built around “People Also Ask,” AlsoAsked, and real user conversations.
• Trust triggers: testimonials, outcomes, independent validations.
• A human brand face: visibility of authors, leaders, and employees is increasingly important.

Read also: Brave Search introduces its AI answer system.

Knowing your audience matters

Answer engines are still in the early-adopter stage, but growth is rapid.

According to SearchPulse Q2 2025:

• Age: Users 18–34 are the most active. Adoption decreases in older groups.
• Profession: People in digital fields (tech, marketing, media) adapt faster than others.

This means segmentation must account not only for age but also for industry. For instance, a 45-year-old tech professional is likely more engaged with answer engines than a 25-year-old working in hospitality.

For brands, this means:

• Segment by age, profession, and intent.
• Adjust timing: some segments are already shifting, others are not yet there.
• Prepare for acceleration: by 2026, late adopters will become mainstream.

New KPIs for a new reality

Classic SEO metrics no longer tell the full story. New measures are needed:

• Frequency of brand citations in AI answers.
• Share of visibility versus competitors in answer engines.
• Presence in summaries and knowledge panels.

According to Semrush, only 6–8% of users click through external links from AI mode. That means 92–94% of queries end without a click.

Businesses must learn to measure not just rankings but answer presence, to justify and plan digital investments.

The business case: why you need to act now

For companies reliant on organic traffic, the cost of inaction could be severe.
This isn’t about quick wins or short-term ROI — it’s about a strategic behavioral shift that must become a priority.

AI search isn’t slowing down — it’s accelerating and reshaping discovery.

Those who act today still have a chance to outpace competitors. But for many, the business case must be framed as future insurance, even without every data point, benchmark, or precise ROI forecast.

The key lies in painting a clear vision of the future of discovery and trust.

Where to invest:

• New tools for tracking and auditing.
• Content creation and adaptation for AI contexts.
• Mapping and building customer journeys that now include answer engines.

The expected ROI:

• Early movers will own key “answer spaces.”
• Visibility in answers → trust → higher conversions over time.
• Your brand won’t just be visible — it will be the voice of the answer.

Recommended reading: “How generative answers are reshaping the user journey.”

From being found to being trusted

Search is no longer just about being discovered. Now, it’s about being trusted. And that trust is being built by systems that answer, not list.

Brands shaping the answers today will own the conversations tomorrow.

Your next steps:

• Audit your visibility in answer engines.
• Adapt your content to human-first, question-led formats.
• Rethink your metrics and budgets: this is an additional investment, not just a reallocation.
• Elevate the topic to your strategic agenda. This is not just an SEO challenge — it’s a business risk.

In the age of answers, invisibility is fatal.
Secure your space — and your budget — now, before competitors answer for you.

Read this article in Ukrainian.